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TRANSFORM THE WAY YOU MARKETWITH THE MARKETING CLOUDDavid AlstonChief Adoption Officer@davidalston
Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contai...
Business is Social                         Your Customer                          .                     Cloud Mobile Socia...
Social Media Has Changed Marketing ForeverThe Largest Shift in 60 Years Unsolicited   One to many   Untargeted   Engaging ...
Social Revolution: Customers Flocking to Social Channels    Fortune 100 Facebook Fan Growth    Fortune 100 Web Traffic Gro...
Social Revolution: Customer Conversations Exploding                                            150M                       ...
Your Connections Are More Likely to Buy From You Non-Fan Facebook Fan                                                   20...
People Are No Longer Faceless Data              Residential       Cell Phone              Addresses         Numbers    Ema...
People Are PEOPLEAnd Are More Connected Than EverEnormous Opportunity:Listen To Your CustomersBuild & Engage ConnectionsTu...
But Social Has Created Chaos For MarketingUncoordinated                                                                   ...
What if you could manage all your social   marketing on a single platform?
World’s Only Unified Social Marketing Suite              Turn insights into action,                                       ...
#1 in Social Marketing                       #1 in Social ListeningSocial Content   Engagement   Social Ads   Social Liste...
Measurement     Social ListeningWorkflow &                         Social ContentAutomation      Social Ads   Engagement
Global Leader in Social Marketing55% of Fortune 1008 of 10 Largest AdvertisersThousands of CustomersB2B & B2C
Gordon EvansSr. Director Product Marketing                @gordonevans
World’s Only Unified Social Marketing Suite              Turn insights into action,                                       ...
Social Listening: Listen at Social Scale                                    Get Actionable Insight From Over              ...
Social Content: Create Compelling Social Presences Build Social Canvasses That Create Action Grow Connections With Social ...
Engagement: Connect With CustomersCreate & Manage Your Social Content CalendarEngage With Customers & Build CommunityScale...
Social Ads: Amplify Your ContentAmplify Your Brand And CommunityStoriesReach Customer By Profile AndActivityOptimize Campa...
Workflow & Automation: Align Marketing, Sales & Service                                    ServiceBuild Customer Social Pr...
Measurement: Track Campaign ROIMeasure Everything From CampaignsTo ConversionInsight Across All Social AndCampaign Metrics...
Tristan BishopDirector of Digital Strategy        @knowledgebishop
Symantec Protects the World’s Information $6.7 Billion in Revenue 20,500 Employees Fortune’s Most Admired Companies
Symantec is Social                                    7,000 Global                                    Sales Reps          ...
Customers Share More than Ever Before                                                      Having a                       ...
Actionable Internet Mentions™ (AIMs)1.Social media, external blogor external forum mention2.Created by a customer,partner,...
What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time   issue
What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time   issue2.Query: Question th...
What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time   issue2.Query: Question th...
What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time   issue2.Query: Question th...
What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time   issue2.Query: Question th...
What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time   issue2.Query: Question th...
What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time   issue2.Query: Question th...
Marketing Cloud Engagement Console
Recap: AIM™ Triage Process                              Blogs                      Message boards                         ...
Recap: AIM™ Triage Process                                                Blogs                                 Message bo...
Next Up: Salesforce Service Cloud IntegrationSocial CRM Workflow: Support• Marketing Cloud pulls in social posts of all ty...
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Social Media Has Changed Marketing Forever

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Symantec's Tristan Bishop joins Salesforce to present the Marketing Cloud keynote at Cloudforce 2012 in Atlanta.

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Transcript of "Social Media Has Changed Marketing Forever"

  1. 1. TRANSFORM THE WAY YOU MARKETWITH THE MARKETING CLOUDDavid AlstonChief Adoption Officer@davidalston
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter ended July 31, 2012. This document and others are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Business is Social Your Customer . Cloud Mobile Social .
  4. 4. Social Media Has Changed Marketing ForeverThe Largest Shift in 60 Years Unsolicited One to many Untargeted Engaging Transparent Targeted
  5. 5. Social Revolution: Customers Flocking to Social Channels Fortune 100 Facebook Fan Growth Fortune 100 Web Traffic Growth 123% growth in social customers Jun 2010 Dec 2010 Jun 2011 Dec 2011 Source: Webtrends, “The Effects of Social Networks on the Mobile Web and Website Traffic”; Google Social Media Analysis Study
  6. 6. Social Revolution: Customer Conversations Exploding 150M conversations per day 2009 2010 2011 2012 Sources: Twitter
  7. 7. Your Connections Are More Likely to Buy From You Non-Fan Facebook Fan 200% More likely to buy Source: Forrester, The Facebook Effect
  8. 8. People Are No Longer Faceless Data Residential Cell Phone Addresses Numbers Email Cookies That Expire Addresses in 30 Days
  9. 9. People Are PEOPLEAnd Are More Connected Than EverEnormous Opportunity:Listen To Your CustomersBuild & Engage ConnectionsTurn Insight Into Action
  10. 10. But Social Has Created Chaos For MarketingUncoordinated LimitedAction Insight PR eCommerce Marketing Creative Social Community Messaging Media Digital Media Manager Your Company
  11. 11. What if you could manage all your social marketing on a single platform?
  12. 12. World’s Only Unified Social Marketing Suite Turn insights into action, TM and connections into Customers for Life. Salesforce Platform
  13. 13. #1 in Social Marketing #1 in Social ListeningSocial Content Engagement Social Ads Social Listening Workflow & Measurement Automation
  14. 14. Measurement Social ListeningWorkflow & Social ContentAutomation Social Ads Engagement
  15. 15. Global Leader in Social Marketing55% of Fortune 1008 of 10 Largest AdvertisersThousands of CustomersB2B & B2C
  16. 16. Gordon EvansSr. Director Product Marketing @gordonevans
  17. 17. World’s Only Unified Social Marketing Suite Turn insights into action, TM and connections into Customers for Life. Salesforce Platform
  18. 18. Social Listening: Listen at Social Scale Get Actionable Insight From Over 400 Million Social Sources Go Beyond The What To The Why Uncover Marketing, Sales & Service Opportunities +94% Improved Brand Monitoring Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
  19. 19. Social Content: Create Compelling Social Presences Build Social Canvasses That Create Action Grow Connections With Social Applications Optimized For Teams With Workflow +37% campaign effectiveness
  20. 20. Engagement: Connect With CustomersCreate & Manage Your Social Content CalendarEngage With Customers & Build CommunityScale With Team Workflow & Automation 77% Increased Social Engagement Source: Radian6 Customer Relationship Survey conducted December 2011, by an independent third-party, MarketTools Inc., on 800+ customers randomly selected.
  21. 21. Social Ads: Amplify Your ContentAmplify Your Brand And CommunityStoriesReach Customer By Profile AndActivityOptimize Campaigns In Real-time
  22. 22. Workflow & Automation: Align Marketing, Sales & Service ServiceBuild Customer Social ProfilesShare Social Insight & PostsAcross Your Company MarketingWork At Social Scale & Speed Sales
  23. 23. Measurement: Track Campaign ROIMeasure Everything From CampaignsTo ConversionInsight Across All Social AndCampaign MetricsOptimize Activity And Maximize ROI
  24. 24. Tristan BishopDirector of Digital Strategy @knowledgebishop
  25. 25. Symantec Protects the World’s Information $6.7 Billion in Revenue 20,500 Employees Fortune’s Most Admired Companies
  26. 26. Symantec is Social 7,000 Global Sales Reps Product Custom Profile Data Apps 160,000 Partners Back-End4,000+ 5+ AppExchangeCall Center Agents Apps Marketing Sites Social @ 18,500 Employees Symantec on Chatter
  27. 27. Customers Share More than Ever Before Having a Great problem article on… Love the Device isn’t new… Cool working… video… Customer Frustrating service can’t interaction… help me…
  28. 28. Actionable Internet Mentions™ (AIMs)1.Social media, external blogor external forum mention2.Created by a customer,partner, competitor or prospect3.Provides business value toSymantec AIM ™ is a term created and trademarked by Symantec
  29. 29. What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time issue
  30. 30. What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time issue2.Query: Question that doesn’t require support resource
  31. 31. What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time issue2.Query: Question that doesn’t require support resource3.Rant: Insult that merits brand management consideration
  32. 32. What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time issue2.Query: Question that doesn’t require support resource3.Rant: Insult that merits brand management consideration4.Rave: Praise from Symantec brand advocate
  33. 33. What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time issue2.Query: Question that doesn’t require support resource3.Rant: Insult that merits brand management consideration4.Rave: Praise from Symantec brand advocate5.Lead: Pronouncement of near-term purchase decision
  34. 34. What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time issue2.Query: Question that doesn’t require support resource3.Rant: Insult that merits brand management consideration4.Rave: Praise from Symantec brand advocate5.Lead: Pronouncement of near-term purchase decision6.RFE: Request to enhance a product with a new feature
  35. 35. What We Do Today: Find, Classify and Assign AIMs™1. Case: Request for help resolving real-time issue2.Query: Question that doesn’t require support resource3.Rant: Insult that merits brand management consideration4.Rave: Praise from Symantec brand advocate5.Lead: Pronouncement of near-term purchase decision6.RFE: Request to enhance a product with a new feature7.Fraud: Communication from an unauthorized provider of Symantec products
  36. 36. Marketing Cloud Engagement Console
  37. 37. Recap: AIM™ Triage Process Blogs Message boards Configuration Symantec Case Employee Query Response Review Rant Rave Product 1 Lead RFE Product 2 Fraud Product 3
  38. 38. Recap: AIM™ Triage Process Blogs Message boards Configuration CRM Profiles Interactions History Transactions Preferences Symantec Case Employee Query Response Review Rant Rave Product 1 Lead RFE Product 2 Fraud Product 3
  39. 39. Next Up: Salesforce Service Cloud IntegrationSocial CRM Workflow: Support• Marketing Cloud pulls in social posts of all types, including Cases• SCRM team classifies posts using the Marketing Cloud Engagement Console• Social Hub creates SFDC Objects for Support cases• Support agents respond in SFDC Service Cloud
  40. 40. Thank You
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